The German flexible die manufacturer left the UK around 15 years ago, but has decided to return through Donnington-based Brownett, who took on the distributorship last month.

According to Brownett technical sales manager Glynn Hill, the machine fits in with the company's current offerings.

Brownett offers artwork and design, reprographics, proofing and platemaking. With the addition of the Electro Optic dies it can now handle a large amount of work either side of the printing process.

Brownett has a direct ordering system with Electro Optic, so bespoke dies can be ordered and sent directly to the end user.

However, Brownett can also have dies delivered to its site, so that they can then be delivered to a customer at the same time as the other services it supplies, including artwork and design, reprographics, proofing and platemaking.

Hill said: "They felt like it was right time to come back in and the range fits with what we do. A printer can order a cutter from us at the same time that they order the plates. It will save time and delivery cost.

"We can also ensure that special shapes are handled correctly as we are covering both ends of production. We can eliminate the chance of it being back to front for instance."

He added that there had already been a large amount of interest in the dies. "I think a lot of people are excited about another option," he said.